Nissan Is Giving Up on the Cube in UK

Cars with Japanese styling rarely become successful on the European Market. Boxy cars like the Suzuki Wagon R or Daihatsu Move don’t have much of a chance when you realize that, for the same money, you can buy a new Fiesta or a Polo. This seems to also be true for Nissan’s Cube, that appeals to a very limited clientele who actually wants a car few other people desire.

When it was first launched in December of last year, Nissan hoped it would shift 2,000 Cubes in the UK. However, so far this year, only 686 have been sold, not even half of what it forecast. That sounds even worse when you consider the fact that the 733 Nissan 370Z sports cars and 402 GT-Rs have been sold in the same time period. In addition, compare this to the 1,617 Jukes that have been bought only in September this year and you start to see why the Cube might get the axe treatment soon.

UK Dealers of the Japanese brand no longer have to stock one as a demonstration vehicle next year, a fact that will further damage sales of the car. As a result of low demand Cubes are practically being given away, with price cuts of up to £4,500 ($7,100) from the list price.

The previous generation of Cube has an almost cult status in Japan, but with interior features like a Magic Illumination disco light and carpets that cover the dash, it does not appeal to a lot of British customers. Its interior is like a triumph of style over substance, while the exterior looks strange rather then quirky like the Nissan Juke or Kia Soul. It’s not so hip to be square is it?